If you’re looking to start using SMS as a channel for customer communication, you need to understand A2P and P2P messaging. You might have heard these terms before, but understanding the difference will help you choose the best option for your business.
What is A2P messaging?
Application-to-Person (A2P) messaging is any kind of text message received through a software application instead of another person.
A2P messages are generally high-volume automated messages sent through a communication platform for informational and transactional purposes. These can be sales or marketing messages, appointment reminders, automated messages through chatbots, and two-factor authentication (2FA) through one-time passwords (OTPs).
A2P messages can be defined as:
- One-way or two-way
- Automated or integrated into a communication platform
- Conversational, informational, or transactional
The A2P market is massive, and is only projected to grow, as business messaging with customers has become the standard practice of brands worldwide:
$72.48 billion
A2P market value in 2024
$91.59 billion
Projected A2P market value by 2031
The main goal in A2P messaging is to reach as many people as possible, not necessarily to get feedback. For example, if a business with a large customer base wants to launch a new promotional marketing campaign, they can use A2P bulk SMS as one of their promotional channels. In this case, this type of communication would be one-way, as no response is required from the receiver.
In other cases, however, the communication can be two-way, if the A2P message was sent for transactional or conversational purposes. A good example of this would be to process a payment or schedule an appointment.
What is P2P messaging?
P2P SMS, or Person-to-Person messaging, is a basic text message exchange between two people through a mobile network. These are messages or private conversations we have with our friends and family. In other words, P2P messaging is personal communication – not commercial-related. Mobile network operators (MNOs) usually act as the bridge that connects people through SMS.
However, in some countries, application-based communication may be permitted. For example, two people texting through native mobile apps would almost always be P2P SMS. Unless these two people were messaging through some API, it could be P2P or A2P.
In the US and Canada, P2P messaging is strictly defined by Telecom regulations and does not include any application-based messaging.
P2P messages can be defined as:
- Two-way
- Used by individuals, not by businesses
- Conversational only
A2P vs. P2P SMS messaging
The key difference between P2P and A2P SMS is their purpose and send volume:
- P2P SMS is used for personal reasons, between one sender and one recipient
- A2P is used for commercial and marketing purposes and can be sent to many mobile users or customers at once
P2P conversation
A2P conversation
Other differentiating factors between A2P and P2P messaging
Messaging channels
A2P messages can be delivered on email, SMS, digital channels, social media etc. through API or a communication platform where message flows, features, and automation can be used.
P2P messages can also happen on email, SMS, digital channels, and social media with rich media features if the channel allows.
Sender types
A2P messaging requires brands to register a short code, 10DLC number, VLN, or alphanumeric sender type to send business messages.
P2P messages requires a person’s regular phone number, email, or username to send and receive messages.
Message volume
A2P messaging can handle a very high volume of messages thanks to these sender types. This means brands can send bulk messages and have them delivered quickly.
P2P messages is designed for individual, low-volume conversations. They have a very high speed of delivery.
Regulations and compliance
A2P messaging must follow strict regulations set by regional governments as well as MNO’s. This helps reduce spam and fraud attacks and ensures that end-user data and privacy is of the utmost importance. Brands need to adhere to regulations like GDPR and TCPA to be able to send customers messages.
P2P messaging, generally speaking, doesn’t need to follow any compliance regulations because it involves private and personal conversations.
Carrier requirements
A2P messaging have to follow a number of carrier requirements like:
- Opt-in consent and opt-out instructions
- Content guidelines
- Campaign registration
P2P messages don’t need to follow carrier requirements, but it is possible to be blocked by carriers as spam in P2P messaging.
Popular A2P SMS use cases
Now that we know the difference, here are some key A2P use cases that can be used across industries:
Bill payment reminders
Hi [Customer Name], you have an outstanding payment of [payment amount]. Complete your payment before March 10th to avoid interest!
Appointment reminders
[Customer Name], you have an appointment tomorrow, Tuesday March 4th at 5 PM. Reply HELP to reschedule or cancel.
Security alerts and notifications
There is a service outage in your area. We are working on the issue and will alert you when it is resolved.
Promotional marketing campaign
Hi [Customer Name]! Get 20% off today only with code LOVE20! Click the link to shop: [Link]
Communication technology providers built A2P SMS to handle large-scale messaging. A2P messaging is the primary route for customer communication. A2P SMS can easily be set up via Infobip portal or SMS API.
A2P and P2P FAQs answered
P2P messaging involves small volume messages between two individuals in a personal conversation over a messaging channel. While A2P messaging involves brand to customer communication usually at high volumes.
The purpose of P2P messaging is to carry out a personal conversation, usually between friends and family.
The purpose of A2P messaging is for a business to interact and service customers with different messaging use cases to improve their customer journey.
Yes, A2P messages must adhere to more regulations than P2P messages:
- A2P messaging require an opt-in from customers
- A2P can have time restrictions in some regions (ie. Cannot send promotional messages in the middle of the night)
- A2P messages must follow GDPR, TCPA, and other regional compliance laws
- A2P senders need to be officially registered by carriers to send messages
- A2P messaging is often subject to content monitoring and senders can be placed on spam lists
P2P messaging typically doesn’t have regulatory restrictions as they are considered personal communication and can be sent through a person’s regular phone number.
A2P messaging generally has a higher messaging capacity because it is designed for business-customer interactions, whereas with P2P, it’s not necessary to have to send large volumes of messages at once. Brands can send mass SMS messages including notifications, alerts, marketing messages, and more. A2P is optimized for scalability and efficiency, allowing businesses to send large numbers of messages simultaneously.
Yes, P2P messaging requires the participants to use their regular phone numbers.
A2P messaging offers a range of options for sender numbers including:
- 10DLC
- Short codes
- VLN
- Alphanumeric
Depending on location, volume and throughput needs, and budgets, a brand can choose which sender type is best suited for their needs.
Take our quiz to see which sender type is right for you:
Typically, P2P messaging is designed to prioritize quick and real-time communication between individuals. The infrastructure supporting P2P messaging services, such as SMS or instant messaging apps, is optimized for immediate, low-latency delivery. This ensures that messages are delivered almost instantaneously under normal network conditions.
A2P messaging is also designed for efficient delivery but it often operates at a slightly different pace. A2P messaging is used for bulk sending, such as notifications or marketing messages, which might involve additional processing time to manage high volumes of outgoing messages. This can occasionally result in slightly slower delivery, especially during peak times when compared to P2P. However, A2P systems are generally built to handle these volumes effectively, so the delay is typically minimal.
That depends on who you are chatting with. If you are interacting with another person in a regular conversation, then of course P2P is the messaging type you’ll be using.
A2P supports both one-way and two-way communication between brands and their customers, and depending on the use case, brands can choose between the two.
Using P2P messaging to avoid regulations is not recommended. If businesses are found to be misusing P2P services for high-volume messaging, they risk having their services blocked or terminated by carriers. P2P messaging systems are not designed for high-volume sending, which can lead to delivery delays and increased likelihood of messages being flagged as spam. This can impact the effectiveness and reliability of a business’s communication.
All in all, while P2P messaging might seem like a shortcut to avoid A2P regulations, it is not a viable or ethical strategy. Businesses should adhere to applicable A2P guidelines and regulations to ensure compliance, protect their brand integrity, and maintain trust with their audience. Brands can do this with the help of an experienced SMS solution provider to ensure all their messages are compliant.
Talk to one of our experts to learn about the best A2P solution for your business.
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